Call Attribution
Short definition
Call Attribution: Identifying the marketing source or sequence of interactions that led to a phone call.
Meaning and how it works
Attribution assigns credit for a phone enquiry across marketing interactions, and results depend on the chosen model. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business applications
- Business scenario:
A business compares how many qualified calls originate from its advertising channels.
What to check before implementation
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.